Chinese Youth Asserting Individuality Despite Deep Pressure to Conform; Consumerism Taking Its Place Alongside Family, Economics, Politics

Bergstrom Report Illustrates Chinese Youth Departing From Traditions -- Seeking to Define Themselves on Numerous Fronts

Chinese youth are exhibiting attitudes and behaviors that stress their individuality, breaking en masse from family traditions, cultural philosophies and years of socialist policies, according to the most recently released Bergstrom report.

The 65-page report, which focuses on the lifestyles and consumerism of Chinese youth age 15-25, found that they want both to be treated as individuals by society, businesses and the media, and to develop their own individual persona. This is a sharp contrast to prior generations, which prided themselves on uniformity and conformity in their attitudes and consumption. They want to be seen as "in-the-know" and buy products and services that reflect this perception.

"Our research shows that Chinese youth today are vastly different from their predecessors, reflecting a quantum shift in the economic power these young people have," says Mary Bergstrom, owner and founder of The Bergstrom Report. "This is a major change in the face of Chinese traditions, where choices in careers, values and family relationships are deeply ingrained."

Chinese youth are demonstrating their individuality in their apparel choices and do-it-yourself (DIY) accessories. There is a trend emerging for youth to seek unique or one-of-a-kind items. Youth-focused crafts markets and shops showcasing local designers are being established. A few shops in Shanghai are renting boxes to young designers offering hand-made goods. Youths who shop at these establishments are signaling a choice that they want to express something different and individualistic -- and that they are in the know about even more obscure fashion.

The report, which details the attitudes of Chinese youth regarding fashion, career, communications, relationships, entertainment, spending habits and other factors, also found that family income earmarked for Chinese youth is a large portion of the overall household income.

"The notion of family also should be considered when targeting young Chinese. Chinese youth and their parents educate and influence each other," Bergstrom says. "Young people try to keep their parents up to date about the latest fashion, entertainment and celebrity news. Together, they develop common interests in everything from the stock market to books to the Internet. Parents and children highly influence each other's spending as most youth get money from their parents and some even contribute to the family income."

As shopping companions, youth influence family purchases such as groceries, home decor and consumer electronics. Bergstrom recommends that retailers and manufacturers look for ways to appeal to the notion of family usage -- products with features that account for different family members' needs and wants.

The report's key findings provide a better understanding of:

--  How Chinese youth identify themselves.
--  How they like to experiment with various fashion styles.
--  Their family and community values, and how this affects the way they
    consume.
--  How brand and company history inform their purchasing decisions.
--  How they shop, communicate and entertain themselves.
--  The role of fashion and future careers.
    

Methodology

The findings in this issue are based on ethnographic studies including 100, 1-2 hour, face-to-face, in-depth interviews in 3 tier one cities and 6 tier two cities in mainland China. The genders of the sample are equal, while 60% are from tier one and 40% are from tier two cities. All respondents are between the ages of 15-25 years old. The average family income for tier one respondents is 6240 rmb and 5170 rmb for tier two respondents, the average household income for the total group is 5887 rmb. Interviews were conducted by trained researchers, primarily from the same location and age group as the interviewees.

About Bergström

Bergström is a team of researchers and photographers documenting youth lifestyles across China and committed to interpreting their story. Bergström draws on the collective knowledge of its team and analysis to identify current trends and keep businesses informed about what works and what doesn't. By providing an in-depth view into the lives of Chinese youth today, the Bergström team is helping create more successful marketing, encourage the development of more relevant products and generate value-filled customer experiences in China.